Data driven mobile UX - UX insight 2017, uxinsight.nl

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Transcript of Data driven mobile UX - UX insight 2017, uxinsight.nl

  • Proprietary + Confidential

    Data-driven mUX

    +jorden lentze - [email protected]

    Conversion Specialist

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    The difference between quantitative data and qualitative data. You need to use both - from the presentation of Luke W. on [email protected]

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    50%

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    Almost half of UK eCommerce transactions (48.9%) now take place on mobile devices

    Source: Criteo

    http://www.criteo.com/news/press-releases/2016/05/mobile-commerce-at-the-tipping-point-almost-half-of-all-uk-ecommerce-transactions-now-take-place-on-mobile/

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    20%

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    50% 60%

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    The solution for mobile is not a responsive website...

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    Proprietary + ConfidentialProprietary + Confidential

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    ..are you ready for the mobile tipping point in 2017?

  • Agenda

    Making design decisions with data

    What happens if you design without data?

    Page speed

    Focus on the user

    The end

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    3 takeaways

    Focus on the user and every

    else will follow

    You need both Quant and

    Qual to design the best user

    experience

    The one who knows their

    customers the best will be the

    most successful

  • Focus on the User

    There is no substitute for personally watching and listening to real people

    - Larry Page

  • Focus on the User

    and all else follows.

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  • http://www.youtube.com/watch?v=XrpAveg7ZIg

  • Qualitative data creates

    bigger insights than quantitative data

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  • Agenda

    Design decisions with data

    What happens if you design without data?

    Page speed

    Focus on the user

    The end

  • Proprietary + ConfidentialWhy is my conversion rate low on mobile?

    Website sales conversion by device (retail, UK)

    Source: Adobe

    http://www.slideshare.net/adobe/adobe-digital-insights-reveals-mobile-trends-for-retailers-in-europe

  • Proprietary + ConfidentialThe traditional assumptions:

    1. Customers browse on mobile and buy on desktop

    2. Mobile devices are used on the go

    3. The user experience is not as good

    4. The screen is too small

    5. The speed is too low ?

  • Proprietary + ConfidentialThe only way to understand what is happening is to have a measurement plan

    1. Question

    2. Measure

    3. Test

  • Proprietary + ConfidentialExample: the Google Merchandise store

    1.37% 0.74% 0.59%

  • Proprietary + ConfidentialUse advanced ecommerce reports

  • Proprietary + ConfidentialHave an in depth understanding of your checkout funnel

  • Proprietary + ConfidentialShopping behavior comparison: mobile vs desktop

    Insights:

    - Mobile users will visit more product

    pages but are less likely to add

    products to the cart

    - Higher cart abandonment for mobile

    users

  • Proprietary + ConfidentialCheckout behavior comparison: mobile vs desktop

    Insights:

    - Mobile users drop off at the billing

    page and at the payment page

    especially

  • Proprietary + ConfidentialUnderstanding why mobile users add less likely to add products to cart

    Insights: The 25-34 years old mobile users are less likely to add products to the cart. However, on

    desktop, theyre the more likely to do so. Are we dealing with cross devices users?

  • Proprietary + ConfidentialSkatehut

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    Customer Purchaser

  • Proprietary + ConfidentialUnderstanding why users drop off at the billing page

    - Too many steps for mobile?

    - Get rid of optional fields?

  • Proprietary + ConfidentialUnderstanding why users drop off at the payment page

    - Can it be how the information is displayed?

    - Is it linked to the payment options and how they are displayed?

    - Is it a situational problem? -> add a pay later CTA

    - Is it a technical problem?- Do users second-guess?

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    (A) Quant to Qual: WhyExplaining observed changes in behavior.

    (B) Qual to Quant: PriorityGenerating and then testing hypotheses.

    Estimating impact of observed issues.

    (C) Qual x Quant: Full Picture

  • Proprietary + ConfidentialIs it a speed problem?

  • Proprietary + ConfidentialIs it a browser support problem?

  • Proprietary + ConfidentialIs it a browser support problem? Example

  • Agenda

    Design decisions with data

    What happens if you design without data?

    Page speed

    Focus on the user

    The end

  • NOYes

    Source: [email protected] - State of CRO Survey, 2016

    Does your website have an automatic slider?

  • Why do you use an automatic homepage slider?

  • Why are sliders used?

    1. Multiple messages above the fold

    2. Politics

    3. Monetisation

    4. Its beautiful

  • What about your customers?

  • This is what sliders do to visitor behavior

    Visitors start scrolling right away

    because there is so much crap

    above the fold...

    Source: [email protected] - Luke W.

  • Do not stop optimizing when using homepage sliders

  • Why are sliders evil?

    1. Lower page speed: loading 5 visuals

    2. Carrousels look like banners

    3. The first slide triggers most interaction

    4. UX design is often bad

    5. Human Eye Reacts To Movement

    6. Worst performance ever!

    Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/

  • The 3 rules for using homepage sliders

    1. Do not use automatic homepage sliders2. Do not use automatic homepage sliders3. Be relevant! A/B test and improve them.

    Make them as user friendly and effective as possible

  • Have you tested this?

  • Does your mobile website have a hamburger menu?

    NO

    Yes

    Source: [email protected] - State of CRO Survey, 2016

  • Only use hamburger menus at McDonalds

  • Example of A/B test with Menu

    Source: Menu eats hamburger

    http://sitesforprofit.com/menu-eats-hamburger

  • And

  • Why do you have to explain what it does?

  • If there is important content behind the Hamburger Menu. Why would you want to hide it?

  • Research by NNgroup: Hiding navigation is bad for discoverability and task time

    https://www.nngroup.com/articles/hamburger-menus/

    Summary: Discoverability is cut almost in half by hiding a websites main navigation. Also, task time is longer and perceived task difficulty increases.

    Source: nngroup

    https://www.nngroup.com/articles/hamburger-menus/

  • Hiding navigation things is bad for discoverability

  • And why put it as far away as possible?

    Source http://www.lukew.com/ff/entry.asp?1927

    http://www.lukew.com/ff/entry.asp?1927

  • Why are hamburger menus used so often?

    NO

    Yes

    Source: [email protected] - State of CRO Survey, 2016

  • Why are hamburger menus used so often?

    Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015

  • Talking about McDonalds

    Source: Hamburger menu

    http://jamesarcher.me/hamburger-menu

  • Agenda

    Design decisions with data

    What happens if you design without data?

    Page speed

    Focus on the user

    The end

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    Content Design & Functionality

    Speed

    Core principles of a great user experience

  • Proprietary + ConfidentialWhat do you dislike most when browsing the web on your mobile device?

    Encountering unplayable videos

    Getting redirected to the homepage

    Waiting for slow pages to load

    Being shown interstitials

    Other

    14%

    13%

    46%

    16%

    11%

  • Proprietary + ConfidentialHow scary are slow loading mobile websites?

  • Proprietary + ConfidentialSlow and steady doesnt win the race

    Source: Kissmetrics

    40%abandon if a

    site takes >3 secto load

    47%expect a page

    to load in

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    Business impact of speedPage speed is a ranking

    signal in Googles organic

    search results (blog post)2% slower = 2% less search/user

    400ms faster = 9% more traffic

    Faster pages = more pageviews

    100ms faster = 1% more revenue

    5s faster = 25% more pageviews, 7-12% more revenue

    37% faster = 70% increase in mobile revenue per user

    80% faster = 108% increase in ads interaction rate

    http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-search-ranking.htmlhttp://assets.en.oreilly.com/1/event/29/Keynote%20Presentation%202.pdfhttp://assets.en.oreilly.com/1/event/29/Keynote%20Presentation%202.pdfhttp://www.slideshare.net/stoyan/dont-make-me-wait-or-building-highperformance-web-applications#btnNexthttp://www.slideshare.net/stoyan/dont-make-me-wait-or-building-highperformance-web-applications#btnNexthttp://assets.en.oreilly.com/1/event/29/The%20Secret%20Weapons%20of%20the%20AOL%20Optimization%20Team%20Presentation.pdfhttp://assets.en.oreilly.com/1/event/29/The%20Secret%20Weapons%20of%20the%20AOL%20Optimization%20Team%20Presentation.pdfhttp://radar.oreilly.com/2008/08/radar-theme-web-ops.htmlhttp://radar.oreilly.com/2008/08/radar-theme-web-ops.htmlhttp://www.scribd.com/doc/16877317/Shopzillas-Site-Redo-You-Get-What-You-Measurehttp://www.scribd.com/doc/16877317/Shopzillas-Site-Redo-You-Get-What-You-Measurehttp://www.scribd.com/doc/16877317/Shopzillas-Site-Redo-You-Get-What-You-Measurehttp://www.scribd.com/doc/16877317/Shopzillas-Site-Redo-You-Get-What-You-Measurehttps://www.internetretailer.com/2014/02/06/responsive-design-has-awakened-fathead-new-mobile-realityhttps://www.internetretailer.com/2014/02/06/responsive-design-has-awakened-fathead-new-mobile-realityhttps://www.internetretailer.com/2014/02/06/responsive-design-has-awakened-fathead-new-mobile-realityhttps://www.internetretailer.com/2014/02/06/responsive-design-has-awakened-fathead-new-mobile-realityhttp://digiday.com/publishers/gq-com-cut-page-load-time-80-percent/http://digiday.com/publishers/gq-com-cut-page-load-time-80-percent/http://digiday.com/publishers/gq-com-cut-page-load-time-80-percent/http://digiday.com/publishers/gq-com-cut-page-load-time-80-percent/

  • Proprietary + ConfidentialMobile pages that load 1 second faster achieve up to a 27% higher conversion rate

    Pages with load times under 2.4

    seconds and lower conversion

    rates are most likely 404/error

    pages.

    180,000

    160,000

    140,000

    120,000

    100,000

    80,000

    60,000

    40,000

    20,000

    0

    1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9

    Load time (in seconds)

    Sess

    ions

    Sessions Conversion rate (%)

    Conversion rate 1.9%

    Conversion rate 1.5%

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    So what is a GOOD load time?

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    2 seconds

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  • http://www.youtube.com/watch?v=AWnFqAV1N0s

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    (A) Quant to Qual: WhyExplaining observed changes in behavior.

    (B) Qual to Quant: PriorityGenerating and then testing hypotheses.

    Estimating impact of observed issues.

    (C) Qual x Quant: Full Picture

  • Agenda

    Making design decisions with data

    What happens if you design without data?

    Page speed

    Focus on the user

    The end

  • Proprietary + Confidential

    3 + 1 takeaways Focus on the user and every else

    will follow

    You need both Quant and Qual to

    design the best user experience

    The one who knows their

    customers the best will be the

    most successful

    Always use a/b testing to validate

    your insights!

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    30% of A/B tests is successful. This also means that if you do not

    a/b test, there is a 70% chance that if you implement a change on your

    website it will have no or a negative impact on your revenue.

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    Source: Peep Laja

  • One more thing..

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  • Pixel Home Allo

    How will Artificial intelligence impact UX design..?